The higher education sector is just as competitive as the private sector. While corporations fight for customers and market share, colleges and universities in Canada fight for student applications, faculty and donations, reputation and credibility. The stakeholders which form their reputation range from prospective students and parents to alumni, media, business leaders, politicians, governments, and others.
This competition and complex environmental landscape has led to an increase in RFPs originating from colleges and universities in the area of reputation research. The higher education sector is maturing and becoming increasingly concerned about reputation, understanding that it is reputation which sets one school apart from another.
With the proliferation of ranking and rating exercises in the media, institutions of higher learning want to move beyond these beauty pageants and into truly understanding their reputation and what drives it. A model traditionally used for corporate reputation has been refined and adapted for use in the higher-education sector.
Using this new model, the drivers of reputation in the higher education sector have been identified, and of particular interest is that the drivers change significantly from one school to another. These results will be compared against traditional reputation ranking approaches.